“Due to various building developments taking longer for approvals, the rollout was delayed,” said Nicholas.

WOW is continuing on undeterred, with further NSW locations, in addition to Coffs Harbour and Albury, likely.

“Rollout of stores will be determined by the various development and building approval timelines,” said Nicholas.

“There is a rollout plan to open up to 50 stores within the next four years.”

Part of WOW’s success could be attributed to its high-profile brand building sponsorship program. The retailer sponsors the Brisbane Broncos rugby league team, Cairns Taipans basketball team, Queensland Roar A league soccer team, the V8 Supercars, Australia Zoo and in a show of local community support and brand building in its latest location, opening today, WOW is also sponsoring the Shepparton United Football Club.